Classified Index:F219.12
U.D.C:
SouthwestUniversity
of ScienceandTechnology
Master Degree Thesis
An Empirical Study of Bundling Sales
Based on Mental Accounts
Grade: 2015
Candidate: 谢辰
Academic Degree Applied for: 硕士
Speciality: 工商管理
Supervisor: 张华
Mar.23,2018
西南科技大学硕士研究生学位论文第I页
摘要
本文基于心理账户与捆绑销售理论，结合众商家常见市场营销行为，对比研
究了捆绑销售的两种类别的——联合式捆绑与领袖式捆绑的营销效果，进行了两
种捆绑销售方式对消费者感知获取价值、感知交易价值和购买意愿的影响的实验
分析。其次，将折扣幅度纳入捆绑方式与感知价值关系的分析，并在此基础上，
针对领袖式捆绑中，折扣分配方式对顾客感知价值的影响做了研究分析
研究结果证实了：一般情况下，相比领袖式捆绑折扣，联合式捆绑折扣更能有
效提高消费者感知价值并提高购买意愿。但折扣幅度在中起一定的调节作用，特
别是折扣幅度过小时，领袖式捆绑反而更有优势。其次，若均为领袖式捆绑，产
品间往往存在一定程度上的权重差异，若两者标价一致，根据心理账户中的参照
依赖理论，“损失”相对“收益”值函数更为陡峭，因此折扣分配至权重相对较
低的产品会给予消费者更高的感知交易价值
关键词：心理账户理论领袖式捆绑感知交易价值折扣分配
西南科技大学硕士研究生学位论文第II页
Abstract
This article is based on the theory of psychological account and bundled sales,
combined with the common marketing behaviors of all businesses, and compares
and studies the two categories of bundled sales: the effect of combined bundle and
leader-style bundle, and carries out two bundled sales methods for consumers. An
experimental analysis of the effects of perceived value acquisition, perceived
transaction value, and willingness to purchase. Secondly, the discount rate is
included in the analysis of the relationship between the bundled mode and the
perceived value, and on this basis, the influence of the discounted distribution
mode on the perceived value of the customer is analyzed in the leader-style
binding.
The results of the study confirm that, in general, combined bundle discounts
are more effective in raising consumer perceived value and increasing purchase
willingness than leader bundle discounts. However, the discount rate plays a
certain role in the adjustment. In particular, when the discount rate is too small,
the leader-style bundling has an advantage. Secondly, if they are all leader-type
bindings, according to Chris, there is often a certain degree of weight difference
between products. If the two prices are the same, according to the reference
dependency theory in psychological accounts, the “loss” relative to the “gain”
value function is more steep. Therefore, the distribution of discounts to products
with relatively low weights will give consumers higher perceived transaction value.
Keywords:Mental accounting；leader bundle；perceived transaction value；
discount distribution。